Recently, the concept of medical beauty is very hot, a lot of people are concerned about it, and we talked about this topic at lunch with a few partners.
I have a general understanding of the medical beauty segment of the company, but did not specifically talk to real medical beauty users, the noon discussion has a few impressive points.
1) Medical beauty is “addictive”. There is a 90-year-old lady is rushing in the medical beauty of the first line of real users, she has been doing the project called thermage and hydrophobic needle, I guess many friends have never heard of it, the guys can basically follow the name to understand, hydrophobic needle is to make the skin moist and shiny and so on, thermage is mainly to tighten the skin, to put it bluntly is to maintain the “beautiful” state. ” state.
These projects are not cheap, Thermage to do a full set of about 30,000, the most important thing is that these medical beauty projects have a “shelf life”, after a certain period of time, the effect will decline significantly, and then the user has to go back to do, such as the aforementioned Thermage basic once a year to do.
Many medical beauty users will have physical and psychological changes after doing the project, just like they are used to seeing themselves in the beauty photos and can no longer look at themselves in the Apple front camera, medical beauty users can’t accept that they have become “beautiful” and then become “ugly”. Therefore, once these medical beauty programs start, they can’t be stopped, and it can almost be said to be an addictive product that users will repeatedly buy and consume.
There is a word in psychology called the matching effect, a typical example is a person who buys a gorgeous dress, will find that the carpet at home does not match their clothes, and then they have to replace the carpet, the carpet is replaced, and will find that other things do not match the new carpet, and then keep on changing ……
This effect is also evident in the medical beauty users, face wrinkles removed, then the wrinkles on the neck must also be removed, the wrinkles on the neck removed, then …… In the words of the lady in front of her, her planning is to add photorejuvenation to her medical beauty list next year, after 30 years of age to go for face slimming injection, after 40 years of age to go for thread lift. After the age of 40, she is going to do thread sculpting and lifting ……
It is no wonder that the financial data of medical companies in the capital market is so profitable and profitable, once a customer is on board, it will have to go all the way to the end. And the medical beauty products are also fast to update, the above 30,000 yuan a year hot Maggi or the price of the fourth generation of products, the fifth generation of products to be expensive, users have to be good to pay.
2) Men also have to do medical beauty. A 90-year-old brother shared his thoughts that he felt he had some neck lines that needed to be eliminated, so he was ready to do a project called “Hi Body”, which would also cost tens of thousands of dollars. But at the moment, because of the fear of side effects and process pain, not yet ruthless to ……
In fact, the 90s like them, who have just worked for a few years, have some money on their hands, but do not yet have plans to get married and start a family, and do not have the economic pressure of a family, may look at the price of housing in the Magic City, but also gave up the fantasy of buying a house, so they have the motivation to spend money to buy themselves happy, the pursuit of “good-looking skin + interesting soul”. .
This can be seen as a kind of self-pleasing consumption, which is not new in the capital market, but in the past, people’s understanding of self-pleasing consumption was more in personalized clothing, electronic cigarettes and other consumer products, but today, in retrospect, medical beauty is also perfectly in line with the definition of self-pleasing consumption.
Another married man after 80 is particularly lucky, because his lover’s best friend has been promoting medical beauty projects to her wife, but his wife has finished having children, now the main focus is on raising children, no time to engage in medical beauty, so it can be said to save heart and money.
The best friend, he could not help but spit out: she is a heavy medical beauty users, monthly income of 15,000 about, but each year in the medical beauty have to spend more than 50,000 …… So there is she has to spend money on medical beauty, while heavy use of Poundland, clothes and shoes can wear cheap, but the medical beauty has become rigid The daily consumption is downgraded and the optional consumption is upgraded.
A discussion down, medical beauty this track does have a huge demand, product updates quickly, consumer stickiness is high, brand and technology are the key competitiveness. However, the products have to be approved by the relevant authorities before they can be used, so they also face uncertainty in policy regulation.
The main capital market of those few medical beauty companies, some valuations have almost gone to the sky, many funds are running to bet on the logic of “track shares” to go, the short-term is basically emotional support. The differences in medical beauty segmentation products are quite large, and it is important to track the industry boom and product replacement.
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